As self-service is becoming a preferred way for customers to obtain assistance with products and services, Microsoft decided to acquire the Parature even though they have already signed for partnership.

“We think most customers would prefer self-service than calling an old-school call center and talking to a customer service agent,”Fred Studer, general manager of Dynamics product marketing said.

The Parature acquisition will provide Microsoft Dynamics, its CRM platform, a state-of-art self-service knowledge base to connect with customers, such as social mails, media, gamers and across multiple channels.

Parature therefore will fill a gap for Microsoft and make the customers experience one preferred way that enables them solve their own problems more than calling a toll-free customer service number.